Based on your type of plan and the KPIs you developed, what metrics do you anticipate recommending to monitor?

The purpose of this assignment is to familiarize you with the planning process and facilitate the hands-on application of campaign development. First and foremost for any successful event/campaign/business is to get clarity and from a clear vision comes efficient and effective objectives. You will develop a campaign oriented marketing plan – with the potential for execution, so you’ll want to prepare it to be both visually and technically informative.

What to Include in Your Marketing Plan
For this assignment, you should include the following sections as a guide to articulate your strategies and resources in achieving your revenue objectives. You are to prepare and submit your Marketing Plan in a format as if you are presenting this to a prospective client/decision-maker.

You are encouraged to submit in MS Word and make sure you have the following:

Title Page and Table of Contents
Executive Summary
Market Research
Strategy
Budgeting
Execution Calendar
Analytics

I. EXECUTIVE SUMMARY
This section introduces and highlights the overall plan. It’s designed to provide an “abstract” style view or the quick read for the decision-maker. In the Executive Summary, you’ll want to address these areas:

Professional overview of person/website/company:
Key mission
Industry
Key Product/services offered
A highlight of history and revenue projections for the company
Company Value Proposition

Goals (Write this section at the end)
Current goal/objective of this plan
The time frame for this campaign
Performance/Revenue goals
Key marketing objectives and KPIs

II. MARKET RESEARCH/Situational Analysis (Week 3)
The Market research section shares the background information you gathered to prepare your marketing plan. This section is essential in gathering the right details for a successful plan or campaign. The following areas need to be covered:

SWOT analysis

Strengths

Weaknesses

Opportunities
Threats

Competitive Landscape
Industry landscape (Market size, potential market share)
Competitive Landscape (Blue Ocean)

Competitor
Main product focus
Distribution channels
Company A

Company B

Company C

Buyer Persona (who should be targeted in your plan) See Examples
Psychographic details (what’s their “individual culture”)
What searches are they conducting to solve their “problem” – what Potential Keywords would they be using that would potentially connect with your campaign
Communication Channels – what channels would they be consuming that you would want to utilize?
Who are their Key Influencers – who would they follow, what content are they influenced by?
Why type of research did you do?
How did the research help you with your plan? What insight did you gather?

III. STRATEGY (Week 4 & 5)
The strategy section provides details of the marketing, the Mix (4 P’s), to show the strategic vision of how and why your campaign is being developed. In other words, what steps are you going to recommend?

Based on the Market Research/Intelligence what insights and objectives did you find (this helps inform the Objectives and KPIs)
What Target Segmentation insights and objectives?
Considering the company, the goals, their service/product – how will that impact the Marketing Mix (4 P’s) ?
Marketing/sales funnel – what kind of marketing/sales/brand awareness activity will you recommend. In layman terms, what tactics will they use?
Objectives and KPIs based upon original goal – What steps and measurements are needed?

IV. Marketing Budget (Week 6)

This section highlights the various costs that will be involved in implementing your marketing plan. Your budget may cover both development and promotion costs. Developmental covers the costs associated with developing content, website, graphics, freelancers, etc. The Promotional budget highlights the costs anticipated for promoting ads, media, print, social media, etc.

Examples
October
November
December
Totals
Prof Headshot?
$200

Website update
$500
$500
This is the section where you will also add your anticipated Break-even/Contribution Margin “goals” for your campaign plan. If you are designing a campaign for building your future website, then guesstimate potential revenue from any services you might consider offering such as consulting or ads on your site.

Sales revenue

Cost per product

Variable Costs

Contribution Margin Goal

Breakeven Goal

V. EXECUTION CALENDAR (Week 6 & 7)
This section highlights the details of your timeline. What tasks need to be completed and by when and how long they will each take. The idea is to pick your execution date and then work backward for when each task needs to be designed, formatted, tested, approved, etc. You can use the following chart as a base version or design one of your own to capture your details:

Actions
Quarter 1
Quarter 2
Quarter 3
Quarter 4
Product Development/ Improvement

Distribution Channel

Pricing/Financials

Sales Enablement tools

Communication

Metrics Measurement

VI. ANALYTICS (Week 7)

Metrics
Based on your type of plan and the KPIs you developed, what metrics do you anticipate recommending to monitor? (leads, sales, ROI, Loyalty, etc)
Monitoring and Evaluation Dashboard –
How will your metrics be monitored/evaluated? Manually, via Dashboard: Google Analytics, Excel, Tableau, etc? Expand on that.

VII. CONCLUSION
What would a successful campaign look like for you/your organization?
If you were to “pitch” this plan to somebody, try posting a “soft close” to conclude.
Be specific on how you will be reaching your goal.

Formatting recommendations:
Single Spaced – business format
12 point font – Times, Arial or similar
Visual charts and graphs help tell the story even better, then add paragraphs/bullet points to indicate your rationale
This should be detailed enough, that if it is shared with your company, then someone from that company could actually put the plan into action.

*I WILL INCLUDE A DOC OF THIS THAT INCLUDES GRAPHICS, ALONG WITH ALL DOCS OF ALL THE COMPANYS INFO TO COMPLETE THIS*